The franchise business model has been around for decades and has launched and grown hundreds (or thousands) of brands. Still, franchising marketing leadership requires a different type of knowledge and skill set than other approaches.
And some people understand franchise marketing strategy really, really well.
If you own or work for a franchise, you can benefit from the insights of the top franchise marketing leaders of our day. Here are a handful of the most influential ones, along with a list of emerging franchises and the top franchising awards.
Successful Franchise Leaders
Many people have achieved franchise success, but this list showcases a mix of industries and leadership styles we admire.
Morgan Kline, Burn Boot Camp
Quote: “I am truly of the mindset that every failure or every hard lesson that you learned…is always going to teach you something if you allow it.”
She and her husband started Burn Boot Camp in a parking lot without previous business experience or financial backing. After long hours and working weekends, their business took off. The company started franchising in 2015 and sold 3 stores. Today, Burn Boot Camp has over 300 locations nationwide.
Fred DeLuca, Subway
Quote: “Profit or perish, the only two ways to make money are to raise prices or decrease costs.”
At 17, DeLuca borrowed $1,000 to start his own sandwich shop to help pay for college. He sold 315 sandwiches on his first day. After a few name changes, Deluca went with Subway and decorated his store interiors with New York City subway maps. Deluca is a pioneer of the made-to-order, "assembly line" model now famous throughout the fast-casual food industry.
Vanessa Yakobson, Blo Blow Dry Bar
Quote: "I think it’s so important that as a business owner, to ensure you’re never resting on your laurels. You’re never assuming what worked yesterday or what worked today is going to work tomorrow.”
Leading the brand since 2009, Yakobson has built a hairstyling franchise with over 100 locations in North America. She focuses on establishing a solid infrastructure that supports franchises and helps them succeed.
Charles Watson, Tropical Smoothie Café
Quote: “The team I work with, every single one of them is so much better at their particular discipline than I am. I am in the enviable position to harness the horsepower of a group of really intelligent and successful folks in order to drive us forward.”
With over 1200 locations, Tropical Smoothie Café has benefited from Watson’s determination to move forward despite obstacles. By leaning on the stakeholders, Watson has scaled the business by 124 units in 2021 and 160 in 2022.
Michelle Fee, Cruise Planner
Quote: “The most rewarding part of my job is knowing that I have created a company where people can earn a living, all while working from home and being their own boss.”
Michelle doesn't think outside the box, she thinks beyond the box. She founded Cruise Planners when working from home wasn't even a thing and travel agents exclusively specialized in cruises. Her vision and leadership keep the company relevant. She's a powerhouse with an open-door policy among the Home Office Team, franchise owners, and travel partners.
Emerging Franchise Brands
As long as people have imaginations and needs, there will be innovative, disruptive concepts entering the marketplace. Some of the most promising (in our opinion) are:
Body 20. Get a complete workout in just 20 minutes at BODY20. Using an FDA-cleared electro-muscle stimulation suit, our studio helps you burn calories, tone up, and build lean muscle with over 150 times more muscle contractions than a traditional workout, all without lifting weights.
Pure Glow. Provides custom spray tans for a flawless, sunless glow. Their expert team and premium products ensure a natural, even tan tailored to your skin tone and preference.
Burn Boot Camp. Offers high-intensity group fitness training for all levels. With expert trainers and a supportive community, you'll transform your body and boost your confidence.
HelloSugar. Hello Sugar is a company that specializes in hair removal services. They focus on providing high-quality, efficient, and gentle hair removal experiences. The company emphasizes exceptional customer service and uses all-natural ingredients in their products.
DriverSeat. Driverseat provides transportation solutions, including chauffeur services where drivers use the customer's car, and shuttle services using their own fleet. Driverseat operates in over 100 cities and caters to both personal and corporate needs
Huhot Mongolian. HuHot Mongolian Grill is a restaurant chain offering a unique dining experience where guests create their own stir-fry dishes. The restaurant emphasizes customization and a wide array of flavors, ensuring a personalized meal for each guest.
Koala Insulation. Offers residential and commercial insulation services. It has opened over 200 locations since being founded in 2018.
Randy’s Donuts. Delicious donuts, croissants, and breakfast sandwiches are on the menu at this up-and-coming franchise. A long-standing company, they started franchising in 2019 and now have 32 units throughout the United States.
Your CBD Store. With the widespread use of CBD, this franchise is exploding. The company has built 225 locations since it started franchising in 2020.
KidStrong. This organization focuses on children’s physical fitness and building leadership skills. They currently have 102 locations and are looking to expand more in the U.S. and abroad
Franchise Awards
Several awards spotlight and give kudos to companies exhibiting franchise success. The most prestigious awards a franchise can win are:
Entrepreneur Magazine-Top Franchise Under $150k
Franchise 500-Hall of Fame
Entrepreneur Magazine’s Franchise 500 List
Franchise Business Review Top 50 Multi-Unit Franchises
Franchise Innovation Award
Franchise Times’ Top 200+
Franchisee Success Strategies
A franchise strategy may differ by industry, but there are some overarching best practices you see across thriving franchise owners.
Maintain a consistent brand identity across all locations. This includes the franchise website, logos, color schemes, messaging, and brand voice. Invest in robust marketing strategies that leverage traditional and digital channels, from social media campaigns to email marketing to local advertising and partnerships.
Thorough (and Ongoing) Training Programs
Franchisees should get comprehensive initial training for themselves and their staff to understand the business model, operational procedures, and customer service standards. They should also be privy to continuous training opportunities to keep them updated on new products, services, and best practices.
Repeatable Operational Excellence
Standard operating procedures (SOPs) maintain high-quality and consistent service across all franchise locations. This streamlines operations and ensures every franchisee is on the same page. Regular quality control checks (like customer feedback surveys and audits) can monitor and maintain service and product standards.
Strong Franchisee Support Network
Accessible support for franchisees can include a help desk, online resources, and regional support managers. Franchisees should also be able to participate in a community through events, forums, and networking opportunities. This can help franchisees share experiences, challenges, and solutions.
Financial Management and Planning
Clear financial guidelines and tools help franchisees manage their finances effectively. This includes budgeting, forecasting, and financial reporting.
There's no use reinventing the wheel. By studying and understanding the top leaders in the franchise world, you can better plan your franchise strategy and scale its success.
Let us help you drive your franchise success with a customized franchise website and local landing pages. Reach out today to schedule a demo of our services.